Research
Research at Type A is not a keyword export. It's a structured study of how the people who buy from you find what they buy. We pull demand data, transcript sales calls, sit in on customer interviews where we can, and rebuild the buyer's journey for each priority segment.
Audience and persona work
We start with the segments your sales team already prioritises — not personas we invent in a workshop. For each segment we map the questions they ask, the language they use, the publications they read and the moments they're most likely to be in-market.
Demand and intent
Search demand is the floor of the opportunity, not the strategy. We pair volume data with intent classification — informational, commercial, transactional — so you know which clusters earn revenue and which clusters earn brand awareness, and you can fund them accordingly.
Competitor teardown
We take the three to five competitors you actually lose deals to and rebuild their organic presence: pages, links, content depth, schema, internal links, brand search. The output is a written teardown that says, in plain English, what you'd have to do to out-rank each one.
Evaluation
Evaluation is where we look at your site through the lens of the research. The deliverable is a prioritised list of opportunities, each with a forecast and a confidence level.
Technical audit
A full crawl, log-file review, Core Web Vitals pass, render audit and indexation review. We focus on issues that actually affect rankings on your key templates — not on populating a 200-row spreadsheet of every theoretical issue on every page.
Content and IA scoring
We score every priority page against the pages it competes with. You get a clear read on whether you're losing on content quality, content depth, internal linking, external authority, or template-level on-page issues — and how to fix it.
Forecast and prioritisation
Every opportunity is sized: estimated traffic, estimated revenue, estimated effort, confidence. The list is ordered by forecast ROI, with explicit notes on dependencies, so you can see what unlocks what.
Strategy
Strategy is where the forecast becomes a 12-month plan. It's the deliverable your CMO takes to the board, and the deliverable your SEO team uses to plan their quarter.
Roadmap
A quarterly roadmap, ladder-loaded against the forecast. Q1 is usually loaded with technical fixes and IA work; Q2 and Q3 are content-heavy; Q4 is digital PR and consolidation. We'll tell you why for your specific account.
KPIs and measurement model
We agree the scoreboard before we start. For ecommerce that's revenue, conversion rate and AOV. For lead-gen it's MQLs and pipeline-influenced. For publishers it's session value and subscription contribution. The reporting in month one looks the same shape as the reporting in month twelve.
Resourcing and governance
We define the in-house and agency-side roles, the decision-making forum, the sprint cadence and the escalation path. Most accounts that fail, fail on governance — we put that on the page on day one.
Tactics
Tactics is where strategy becomes ticketable work. Briefs, calendars, link plans, sprint plans — the things your team needs to actually execute the roadmap.
Briefs and definitions of done
Every page edit, every technical fix and every campaign comes with a written brief: target keyword cluster, audience, structure, examples, internal links, and a definition of done. Writers and developers don't have to guess what success looks like.
Editorial and link calendars
Three months ahead at all times. Content topics, target outlets, outreach angles and digital PR ideas, all sequenced against the quarterly roadmap so nothing waits on us to ship.
Sprint cadence
Two-week sprints, fortnightly reviews against the forecast, monthly commercial review. Anything off-track gets re-scoped at the next review — not at the quarter-end.
